Everything You Need To Know About Social Media

Social media ! is an umbrella term for digital tools that let you share information and network with others.

"Social media are online communications in which individuals shift ﬂuidly and ﬂexibly between the role of audience and author.” —Joseph Thornley! CEO, Thornley Fallis

• Blogging • Chat Rooms • Twitter • Forums • Social networks • Podcasts • Video sharing • Virtual worlds • Photo sharing • Wikis • Bookmarking • Mobile apps

What are people doing? 1.  Watching and sharing videos (83%) 2.  Visiting social networks (71%) 3.  Reading blogs (71%) 4.  Commenting on blogs (56%) 5.  Sharing photos (55%) Source: Universal McCann Wave 4 (June 2009) 

Going mainstream After several years of explosive growth, social media began to normalize in 2008, becoming a standard part of daily life.

Going mainstream Source: Universal McCann Wave 4 (June 2009) 

Of the top 15 most-visited sites in America, 8 are socially driven, " and all 15 use prominent social elements.

Most-visited U.S. sites 1.  Google 9.  MSN 2.  Yahoo 10. eBay 3.  Facebook 11. Blogger 4.  YouTube 12. AOL 5.  Myspace 13. Amazon 6.  Windows Live 14. Twitter 7.  Wikipedia 15. Go.com (Disney) 8.  Craigslist Source: Alexa.com/topsites/countries/US, Aug. 28, 2009 

So why is social media ! such a big deal?

Social media ended centuries of separation between mass media! and the masses.

It also removed barriers that stood between businesses and their potential customers.

Here’s how it all happened.

Birth of the Blog

Where did blogs ! come from? 1967 — Internet is born 1979 — First discussion boards 1992 — First Web site

Isn’t it beautiful?

Where did blogs ! come from? 1994 — First online diaries 1997 — Term "WebLog" is coined 1998 — Open Diary becomes the ﬁrst WebLog tool 1999 — "Weblog" becomes "blog"

Fun fact: “Blog” was popularized by Evan Williams, who went on to found Twitter.com.

The evolution of blogging 1999 — LiveJournal 1999 — Blogger 2001 — Movable Type 2003 — TypePad 2003 —WordPress 2006 — Twitter 2007 — Tumblr

Why blogs were a big deal • Blogs changed the way people saw the Web • You could create, react, communicate without any programming skills • For the ﬁrst time ever, anyone could make content for a global audience

Today, blogs are one of the top sources of information for everything from product reviews to travel advice.

America’s active Internet users: 33% write blogs (that’s 32 million people) 66% read blogs (64 million people) Source: Universal McCann Wave 4 (June 2009) 

How are marketers reaching out to bloggers? • Offering free products for review • Hosting giveaways for readers • Providing exclusive content • Sponsoring posts • Buying ads directly • Treating them like journalists

Meanwhile, corporate blogging has become an easy way to: • Share your side of the story • Launch new products • Improve your search ranking

As blogging has become mainstream, so has another major component of social media:

Social networks Image source: Luc Legay on Flickr

Social networks ! are sites that connect people with shared interests and backgrounds. In America, the dominant players are Facebook and MySpace.

In the past year, Facebook ﬁnally surpassed MySpace as the U.S.’s No. 1 most visited social network. Source: Compete.com, August 2009

However, MySpace remains a popular and powerful site for entertainers and young people. (34% of MySpace users are under 17, versus 17% of Facebook.)

By the numbers: ! MySpace • Founded in 2003 • 60 million visitors a month • 64% female • Laid off 33% of workforce " in June 2009" Sources: Compete.com; “2009 Social Network Analysis Report,”  IgniteSocialMedia.com; Wikipedia.com

MySpace beneﬁts for marketers: • More ﬂexibility for advertising • Excellent integration of music • Highest density of online youth • One of the Web’s top video sites"

By the numbers: Facebook • Founded in 2004 as “The Facebook” • 122 million visitors a month • 57% female • Fastest-growing demo is over 55, which expanded 25% in July alone Sources: Compete.com; “2009 Social Network Analysis Report,”  IgniteSocialMedia.com; Wikipedia.com

Facebook beneﬁts for marketers: • Cleaner, easier interface • Ultra-targeted and affordable ads • Fan pages with analytics • Consistent growth"

Options for a Facebook presence: • User proﬁle: For individuals • Fan pages: For brands, celebs, etc. • Groups: For shared interests • Causes: For nonproﬁts"

Originally, social networks were for maintaining or rekindling friendships. Today, they’ve become the hubs of online life, bringing together video, photos, apps and more.

21 million people watch videos on Facebook each month. On MySpace, it’s 52 million.

“Who watches TV ! on TV anymore?”! — Eric, Gossip Girl

Video sharing

In 2008, video sharing and viewing surpassed blog reading as the " No. 1 social activity on the Web.

Today, 158 million unique viewers watch video online each month in the U.S. 74% of that activity is on YouTube. Sources: ComScore, August 2009

By the numbers: YouTube • Founded in 2005 • Bought by Google in late 2006 • 10 hours of video uploaded per minute • 9 billion videos are viewed each month in the U.S. Sources: YouTube.com; ComScore, August 2009

YouTube revolutionized how video was used on the Web. Clips can now be uploaded, embedded and viewed almost anywhere, even in HD.

Cool things you can do o  Share videos and playlists by embedding in a blog or site o  Add closed captioning, which can be instantly translated o  Link to a speciﬁc time in a long clip

Video annotations o  Place labels and links inside your YouTube videos o  Drive trafﬁc to your channel o  Choose your own adventure

Old look for channels:

New look for channels:

Why has video ! become so popular?

1.  High-speed Internet 63% of all Americans now have " high-speed access at home. No slowdown in recession 90% expected by 2012 Sources: Pew Internet & American Life Project, July 2008;! In-Stat, August 2008.

2. High-speed wireless AT&T’s newest 3G network can reach 7 Mbps, which is faster than the DSL Elite broadband 4G networks are already rolling out in select cities Source: Engadget.com, May 2008.

3. Word of mouth NBC saw online viewers jump 312% in October ’08. Why? Source: Nielsen, November 2008.

Sites like NBC’s Hulu.com and Will Ferrell’s “Funny or Die” have used word of mouth to make online video a mainstream activity.

Another site that’s just now going mainstream?

Twitter

Twitter is a social network" where you post short bursts " of thoughts and information.

It has become the single most talked about Web site since Facebook " and grew 1,551% between " June 2008 and June 2009." Source: Compete.com data for June 2009.

But in July 2009, Twitter’s pageviews dropped for the ﬁrst time in a year, showing the site is leveling out.

Today, 54% of Fortune 100 companies ! are on Twitter. They’re using it for: 1. News updates (94%) 2. Customer service (67%) 3. Marketing and promotions (57%) 4. Employee recruitment (11%)" Source: “Twitter is top social media platform at Fortune 100 companies,” Mashable, Aug. 3, 2009

So why is Twitter such a big deal?

Twitter revolutionized social media by making it simple for the world to communicate in real time. Think of it as a cross between " text messaging, instant messaging and blogging.

Where did Twitter " come from?

Founded in 2006 by three men: • Biz Stone & Evan Williams, creators of Blogger.com • Jack Dorsey, software architect

Although it was ﬁrst, Twitter at one point had more than 100 competitors. It has since crushed them.

As of July 2009: Twitter.com: 23.2 million unique visitors Plurk.com: 239,460 Identi.ca: 96,647 Jaiku.com: 36,274 Sources: Compete.com, August 2009

Twitter is quite popular with: • Bloggers • Moms • PR practitioners • Consultants • Pyramid schemers • Corporations • Celebrities

Celebs on Twitter: Ashton Kutcher: 3.3 million followers Ellen Degeneres: 3 million Britney Spears: 3 million Oprah Winfrey: 2 million Ryan Seacrest: 2 million Barack Obama: 2 million (As of August 29, 2009)

Twitter helps businesses: o  Raise awareness o  Offer proactive customer service o  Answer questions o  Promote events, products, services

Businesses should: o  Be conversational o  Jump in the discussion o  Pay attention o  Pace themselves o  Have a clear, concise strategy

Businesses should NOT: o  Be sales-oriented robots o  Be repetitive and dull o  Follow too many people at once

Your presence can grow organically, so don’t feel pressured to be perfect on Day 1.

Dell ﬁrst got on Twitter for customer service and outreach. Today, DellOutlet.com has over 1 million followers and has generated over " $3 million in sales.

If you’re not the patient type, you can always bribe people to be your friends.

#squarespace: What started as a giveaway for podcast hosts quickly became a top topic on Twitter.

Results: •  Gave away 30 “iPhones” •  Twitter followers skyrocketed from 815 to 32,000+ •  60% increase in site trafﬁc •  20% increase in free trials Source: SocialMediaHacks.com, 8/4/09

#moonfruit: Web site builder Moonfruit gave away 10 Macbook Pros over 7 days, with bonus iPods for creative entries.

Results: •  Followers went from 444 to 44,113 •  600% trafﬁc increase •  100% increase in signups •  Campaign shortened from 10 days to 7 due to claims of “Twitter pollution” •  Mentions were 82% positive Source: Social-Bug.com, 7/19/09

So what’s next for Twitter? • A revenue plan • Paid business accounts with perks • Slower growth, if not declines • Serve as a barometer of celeb status • Become a standard customer service

What’s next for social media as a whole? • Everything goes mobile • “Taming the stream of data” • Become a major part of corporate marketing, PR and customer service

For marketers, what’s the difference between using social media and using it right?

A clear, concise social media strategy will give you a sense of purpose, a unique voice and tangible goals. Otherwise, you might end up feeling like this:

Thanks for your time. SlideShare.net/Griner david.griner@luckie.com TheSocialPath.com Twitter.com/Griner

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Everything You Need To Know About Social Media

by David Griner on Sep 01, 2009

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Everything You Need To Know About Social Media — Presentation Transcript